THE EFFECT OF ELECTRONIC WORD OF MOUTH AND BRAND IMAGE ON PURCHASE DECISION ON CONSUMERS OF J&T EXPRESS DELIVERY SERVICES
Jordy Alexi Yohans(1*), Ratih Hurriyati(2), Heny Hendrayati(3)

1*) Universitas Pendidikan Indonesia
2) Universitas Pendidikan Indonesia
3) Universitas Pendidikan Indonesia

Abstract

Purchasing decisions are important issues that need to be considered in the competition delivery services. Electronic word of mouth (eWOM) and brand image needs to be managed by J&T Express, where both factors become information channels that can influence consumer purchasing decisions. The purpose of this study is to find out the influence of eWOM and brand image on purchase decisions of consumers J&T Express Delivery Services in Bandung City both partially and simultaneously. Research methods in this writing are implemented quantitatively. The sampling method used is non-probability sampling with a purposive sampling technique. Meanwhile, the number of respondents is 100 people who live in Bandung City and have used J&T Express delivery services. The results of this study revealed that both partially and simultaneously there was a positive and significant influence of eWOM and brand image on purchase decisions in consumers of J&T Express delivery services in Bandung City.

Keywords: Electronic word of mouth, Brand image, Purchase decision

Topic: Marketing Management